Ítem
Acceso Abierto
Plan de medios y posicionamiento digital
Título de la revista
Autores
Bernal Jimenez, Johanna
Mora Parra, Tania Manuela
Archivos
Fecha
2016-11-19
Directores
Méndez Navas, Juan Manuel
ISSN de la revista
Título del volumen
Editor
Universidad del Rosario
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Resumen
El principal objetivo de este trabajo de grado ha sido diseñar un plan estratégico de medios digitales para el lanzamiento de un nuevo producto para una compañía. En este trabajo, se han establecido parámetros como presupuesto, qué tipos de medios digitales serán usados y el porqué de ellos, se estableció las actividades por cada red social a usar y se muestra la relación costo – beneficio de realizar pauta publicitaria en redes sociales.
Abstract
The main objective of this final degree project has been to design a strategic digital media plan for the launch of a new product for a company. In this work, parameters have been established as budget, what types of digital media will be used and why, the activities were established by each social network to use and shows the cost - benefit ratio of advertising in social networks.
A detailed study of the potential customers for the new product, the benefits and medical studies of the product and its use for athletes was also included. Objectives were set when developing this study and also key indicators (KPI’s) were raised to be able to measure the expected results at the end of the implementation of the company's digital media plan. It was emphasized in the design and the menu of the website and in the agenda Advertising in Google since this way is how the customer can interact with the company.
Palabras clave
Plan estratégico de medios , Redes sociales , Mercadeo digital , Estrategias digitales , Plan digital , Campaña digital
Keywords
Marketing Digital , Positioning , Social media , Digital strategy
